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Chapter 11: How Thick Is Your Client? > INTRODUCTION - Pg. 131

131 How Thick Is Your Client? Ed Young Victoria University, Australia Michael Jessopp Object Consulting, Australia Chapter 11 ABSTRACT Average Revenue Per User (ARPU) is a measure of the revenue generated by users of a particular business service. It is a term most commonly used by consumer communications and networking businesses. For mobile devices, they generate ARPU through network and content services (value-added services) that they make accessible to the user. The more accessible these services are the greater the ARPU generated. The harder something is to find, the less likely someone is to use it. This paper explores the potential continuum between ARPU and service discoverability for mobile services by comparing and contrasting various technologies with respect to development, user experience, security, and commercialisation. INTRODUCTION Average Revenue Per User (ARPU) is a measure of the revenue generated by Users of a particular business service. It is a term most commonly used by consumer communications and network- ing businesses. For mobile devices, they try to generate ARPU through network and content services (value-added services) that they make accessible to the User. It seems that the more ac- cessible these services are, the greater the ARPU generated - the harder something is to find, the less likely someone is to use it. Therefore, a Continuum appears to exist be- tween ARPU and accessibility. This is by no means the only factor that af- fects ARPU, for instance usability for instance plays a large major role in retaining Users and sustaining ARPU. The problem appears to be that the more acces- sible services are the more closely integrated with the mobile device they have to be. The tighter this integration is, the more complicated and costly it becomes to implement. DOI: 10.4018/978-1-4666-0336-3.ch011 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.